Take a look inside any “well dressed” individual’s closet; you are bound to find some classic couture clothing mixed among funky, seasonal pieces. Now, consider a walk through your average retail venue; each designer in its own section, completely separated from the others.
Why shouldn’t clothing stores more closely resemble our closets?
That’s the same question Khajak Keledjian and his brother, Haro Keledjian, asked themselves 13 years ago when they opened their first Intermix boutique at 5th and 20th Streets in New York City, and haven’t looked back since. More than a decade later, these brothers-turned-business-partners have opened 14 Intermix boutiques all over the country.
From the first glance, you can see that Intermix is not your typical clothing store. It almost looks like a trendy club, except all the lights are on. The store’s architecture is truly fascinating. From floor to ceiling, you would be hard-pressed to find a single right angle.Khajak has designed the experience to be unique from every angle possible, no pun intended. The store is visually divided into separate areas, not dependent on designers, but rather what time of day that the clothing within is worn. Even the entrance to the store is unique: the door is recessed to maximize display potential and draw customers in. If you have a strong understanding of retail, you realize Intermix is paying for the square footage, but only using it as a stylistic element.
The minute details are equally as thrilling. Every dressing room is different from the other- no two are the same physical shape. Something that goes unnoticed is the rods, which are affixed to the ground but lack any visible screws. This may not seem like much, but it adds to the overall look of clean, chic lines, not to mention is another in a series of added-expenses to the owners. In the end, it will be worth it because, as Khajak’s simple but effective mantra goes, “styling is the key.”
As far as actual product goes, Intermix truly does what its name says; it mixes “both emerging and established designers at a range of price points,” while always remaining loyal to the customer and not any particular designer or vender. This loyalty is a mutual one, in that Intermix would prefer having “20 loyal customers who love [them] rather than 100 who just think [they] are OK,” said Khajak.
The customer loyalty is there because of the personal attention that each shopper gets. Every stylist, or sales associate, work toward the best look for any given customer, not necessarily trying to sell her the most expensive thing in the store. Also, the range of designers is so wide that both a young girl and her mother are likely to go in and find something that perfectly fits her own style… or maybe pushes her comfort level the slightest bit. Isn’t that what fashion is all about?
Like one of his associates said, “Khajak is always mixing it up.” That’s what makes Intermix such a smashing success. With some of the best and most distinctive clothes, handbags, shoes and jewelry in town (not to mention a one-of-a-kind experience) Intermix will surely become one of the many great shopping destinations in Dallas.
When Khajak pointed out the unexpectedly chic nature of the Dallas fashion scene, which was in sharp contrast to his pre-conceived notions of Dallas (“men in suits and cowboy hats” like he had seen on TV as a small boy in Beirut), I responded in true Jordan Traxler fashion . . . “I know, right?”
Many different designers displayed their shoe creations at the event, including these designed by Jordan Traxler.
